Reading the verdict¶

When an experiment finishes, the results page reads top to bottom in one order: the verdict, then Experiment Insights, then the evidence. This page walks through each part so you can tell what Squoosh decided, why, and what to do next.

Your experiment compares two pages: Control page (A), your current page, and Variant page (B), the version you supplied. The results page reports which one converted better on your goal.

The verdict band¶

The band at the top states the outcome in one line, with the lift and the confidence beside it.

The headline is one of three outcomes:

Keep the original is a real result, not a failure. Knowing a change would cost you conversions is worth the test. A small chip next to the experiment name restates the outcome.

Beside the headline, the band shows two numbers:

• Lift — how much version B changed your conversion rate versus the control, as a signed percent, with a 95% CI range under it.
• Confidence — how sure Squoosh is that the result is real, on a meter marked at the 80% bar Squoosh uses to call a winner.

The lift Squoosh shows is an estimated real-world lift, conservatively discounted from the raw shopper result. For how to read both numbers, see Reading lift and confidence. For how the two combine into the outcome, see How Squoosh decides a winner.

The band's action buttons let you watch the shopper replays or re-run the test. There is no ship button — see You decide.

Experiment Insights¶

Directly under the verdict, the Experiment Insights panel explains in plain language what drove the result. Its position — second, right under the verdict — is deliberate: read the outcome, then read why.

Squoosh analyzes every shopper's full path — the decision they made, the friction they hit, the pages they browsed, and the reasons they gave — and writes a summary of what separated the two versions. Every completed experiment gets one. An inconclusive run says so and makes no winner claim; it never invents a winner that isn't there.

The evidence¶

Below Insights, the evidence section shows the numbers and the shoppers behind the verdict.

Why it won¶

A short paragraph, Squoosh's read, explains the outcome the way an experienced conversion analyst would — what changed between the two pages and why it moved shoppers. When the result is inconclusive, this section reads What we learned instead.

Result detail¶

A table compares the two pages side by side. Each row is one version — Control and B · {your variant name} — and shows that version's conversion rate, its change versus the control, and a result marker. The winning row is enlarged. A facts strip restates the Confidence and the 95% CI.

The result markers are short chips:

Lift by segment¶

A bar per audience segment shows each segment's change versus the control. A change can help one segment and hurt another, so the bars can point in opposite directions. They blend back to the single headline lift — use them to see who a change worked for, not as separate verdicts.

What shoppers said¶

A rail of quote cards shows individual shoppers in their own words. Each card carries the shopper's name and persona, a verbatim quote, and whether they Added to cart or Did not convert. Squoosh surfaces the shoppers who decided differently between the two pages, because those decision-flippers explain the result.

Click any card to open a paired replay — the same shopper's session on Control page (A) and Variant page (B) side by side, so you can watch where the two versions sent them in different directions.

You decide¶

Squoosh never applies a change to your site. There is no ship or deploy button. The verdict is a recommendation backed by evidence; rolling out version B is your call.